AUSTIN, Texas (April 21, 2008) – Whole Foods Market (Nasdaq: WFMI), the world’s leading natural and organic foods supermarket, will introduce Whole Trade Guarantee roses by the dozen at its stores nationwide for Mother’s Day.
“The beauty of these roses is their amazing quality. But in addition, Whole Trade Guarantee gives shoppers a way to help ensure a safe and healthy working environment for farm workers,” said Karen Christensen, global produce coordinator for Whole Foods Market.
Whole Foods Market pays an additional premium to community development funds for rose farm workers who collectively decide how to use the money. Projects have included scholarships for children, housing, schools and micro-enterprises.
“We've been on the farms and have met with several of the worker's committees,” said Christensen. “We were very impressed by the ways they put those dollars to use.”
Whole Trade Guarantee rose dozens will retail for $19.99 this Mothers’ Day. These premium roses are from farms in Ecuador where the climate and rich volcanic soils are ideal for perfect roses. The Whole Trade seal guarantees they are grown according to strict criteria for ethical trade, eco-friendly farming and the highest quality.
A year ago, Whole Foods Market launched the Whole Trade Guarantee, a buying program that brings together a set of strict criteria for products from developing countries to ensure exceptional quality product, more money for producers, better wages and working conditions for workers, and sound environmental production practices.
Shoppers looking to use their buying power to make a difference can look for the Whole Trade logo on shelves near some of their favorite products from developing countries. Whole Trade items include products such as tea, cocoa, coffee, bananas, rice, sugar and vanilla. The Company's goal is to have over 50 percent of its imported products from the developing world fall under the Whole Trade Guarantee program within 10 years. Over the long-term, it hopes to hold all developing world products it sources to the Whole Trade standard.
Whole Trade Guarantee roses are grown in Ecuador and are Fair Trade CertifiedTM by TransFair USA.